The Social Chain Group has acquired leading digital influencer agency Glow Artists from its parent company, Glow Media Group Germany.
The Group is made up of the world’s fastest growing social-first marketing agency and social media publishing house.
The deal is part of the company’s broader expansion strategy and will see Glow Artists merge with its influencer arm.
The group already runs a portfolio of 400 multi-channel brands across social media through its Media Chain arm and with the acquisition of Glow will extend its influencer network further.
“There are many parallels between Social Chain and Glow; we both know marketing, we know social media and how to engage youth audiences,” The Social Chain Group CEO Steve Bartlett.
“Brands work with us to effectively communicate their messaging in an efficient, targeted and results driven way.
“As The Social Chain Group continues its expansion, it made a lot of sense for both companies to work in unison. We’re extremely excited to welcome Glow’s talent into the Social Chain family.”
Launched in Germany in 2014 by Georg Kofler and Holger Hansen, Glow first set up its UK division in 2015 by Christian Grobel, a former director of FremantleMedia UK.
Since then, the company has built a roster of social talent who have millions of fans and engage with customers and brands in an authentic way.
Glow’s management has produced award-winning TV shows, launched Youtube channels, represented leading talent and brands and built new businesses across different media.
With talent that includes Jamie Cottrell, Adam Waithe and Barry Lewis, Glow has worked with the likes of McDonald’s, MTV, BBC and Nintendo, among others.
Christian Grobel, managing director of Glow Media Group, said: “As Glow and The Social Chain Group develop ever closer, bringing the divisions together is a natural step in the exciting growth of Social Chain Group and we look forward to being part of this amazing group of entrepreneurs and companies and to offering our talent even more opportunities.”